Tuesday, June 4, 2013

Mobile Banking represents a unique opportunity for financial institutions to right channel their customers. Right channeling leverages the benefits and efficiencies of existing channels such as the branch, contact center and online banking and better optimizes customer experience to match expectations. In this session, learn how mobile banking has revolutionized the conversation around channel management and is making optimization of the channel management strategy more of a reality. Hear how right channeling brings about significant benefits to financial institutions and, emphasizing mobile banking, where FIs can expect to see the greatest impact, such as:

Cost optimization, including cost savings and staff optimization

Increased self-service adoption

Improved customer acquisition, loyalty and retention

Removing the channel silos and presenting a unified channel management experience for both customers and the FI

The presentation will focus on the insights Gallup and U.S. Bank gathered through their individual and collective research regarding customer’s willingness to use online and mobile banking services and the factors that drive behavior. Practical insights will be shared for how U.S. Bank is using this information to develop strategies to engage customers and bankers in digital products during POS activities, new customer onboarding, and customer marketing. You’ll hear about the keys to understand:

the comfort level your customer has with using technology and which features and benefits should be emphasized;

the likely progression of engagement based on technology comfort; and

having engaging digital banking conversations based on the customer’s needs, and ultimately creating an active digital banking customer

Many lessons can be learned from financial institutions that cater to clients with high expectations. The wealth management marketincluding, brokerages, private banks, trust companies and wirehousesaims to provide its high net worth and affluent clientele with a highly engaging customer experience, and these days that includes utilizing digital strategies. This session gathers together organizations that look to offer a rich customer experience through a broad digital strategy including the use of mobile and tablet devices. Key points covered include:

Examples of how digital strategies are transforming wealth management

The role of mobile and tablet applications to improve customer experience

How digital strategies including mobile can enable financial advisors and private bankers to offer better client service

John Finley, SVP, Digital Channels, Online & Mobile Banking, BANK OF THE WEST

Kristen Rankin, Group VP, Mobile Channel Management, SUNTRUST

Brice Mindrum, Mobile Services Manager, AMERICA FIRST CREDIT UNION

Rolling out next generation mobile financial services is a great way to better serve customers, but actually delivering and supporting these services comes with a set of complex considerations. In this panel session, three financial institutions will discuss the implications of offering today’s newest and most in-demand mobile capabilities, including mobile payments, remote deposit capture and access to account information outside the log-in.

Discussion will cover four main areas:

The front end/tailoring the consumer experience – Making sure new services are actually accessible and useful – not buried and frustration-inducing

The back end/supporting the capabilities – Supporting next generation services from a technical perspective and handling additional transaction volumes

The security considerations – Addressing the security concerns associated with allowing consumers to use their device to make payments and deposit checks, and also the unique security implications that Bank of the West had to work through in order to offer access to the number one most-used mobile banking feature – account balance information -- with just a downward swipe within the app (no log-in required), and how consumers have responded (enthusiastically, actually)

Customer care impacts – Managing the impact to customer care (such as call volume), when rolling out a new service that may have an associated learning curve